1. Marketing Management
Branding

2. Product vs. Brand
A product is something that is A brand is something that is bought
made in a factory by a customer.
A product can be copied by a A brand is unique.
competitor.
A product can be quickly A successful brand is
outdated. timeless.

3. Why is Marketing Becoming
More Important?
 Sales Declines
 Slow Growth – Need Sustaining Sales or New
Markets
 Changing Buying Patterns and Customer Wants
 Increasing Competition, including New Products
 Increasing Marketing and Sales Expenditures.
 Understanding the 7 P’s: People
(Target/Customer),
Planning, Product/Service Development, Pricing,
Place/Distribution, Promotion, and Partners/Alliances.

4. What is a Brand?
 It’s the company’s definition of what they
have to offer.
 A brand is a product that has a personality.
 A promise to the customer.
 What the customer knows about your
specific product. It’s your image.
 How the company or product is perceived?

5. What is a Brand?
 A set of product perceptions by the consumer.
 It is a personality developed over time.
 A brand signifies a relationship with the
customer.
 It is the company’s most valuable asset. It’s
also the main differentiator, the best defense
against price competition, and the key to
customer loyalty.
 Competitors can copy your features and
benefits, but they can’t steal your brand.
 It’s a promise. But it must be backed up by
performance.

6. Model Proliferation & Brand
Identification
• BMW= Brand
• 3-Series = Nameplate
• 325i, 325iX, 325Ci coupe,
• 325Ci convertible, 325 wagon and 330i
• 1995 vs. 2005 Models of Cars
• Cars: 480 591
• Trucks: 430 999
• Total: 910 1590

7. What is a Brand? &
Brand Identification
 A brand is much more than a name—it’s a
symbol, trademark, logo, term, sign, design or
combination, which distinguishes a product
from others.
 Sets a company’s products apart from
competition. It’s the perception of the
product in the minds of the consumers
 The marking of livestock. Artists signing their
work.
 Your first opportunity is in the name. Easier to
order and remember.
 Most important is consistency—globally too.

8. What is a Brand? &
Brand Identification
 A brand is much more than a name—it’s a
symbol, trademark, logo, term, sign, design
or combination, which distinguishes a
product from others.
 Sets a company’s products apart from
competition. It’s the perception of the
product in the minds of the consumers
 The marking of livestock. Artists signing
their work.
 Your first opportunity is in the name. Easier
to order and remember.
 Most important is consistency—globally too.

9. What is a Brand? &
Brand Identification -2-
Examples:
1. Batteries: DieHard contains a promise of
long use. Sears has Craftsman, DieHard,
Homart and Kenmore.
2. Mercedes promises well-built,
prestigious, safety, performance.
3. Co branding/Dual branding: "Intel
inside."

10. What is a Brand? &
Brand Identification -3-
More Examples:
4. Need to keep it fresh. Look at Coca-
Cola.
Its image is as fresh today as when it
started. It’s not luck. It’s careful
nurturing and development of the brand.
Can exploit brand equity with brand
extensions, if there is value.
5. Look at licensing. Need control over who
uses your brand. Sunkist.
Why? Lowers marketing costs, greater trade leverage, can charge
higher price, defense against price competition, more easily launch
line extensions.

11. What is a Brand? &
Brand Identification -4-
 Salt is in bright-colored packages.
 Oranges are marked. Labeled. A guarantee of
quality.
 BMW paid $60 million for the Rolls Royce
name. Nothing else.
 A brand can convey:
Attributes + Benefits + Values + Culture +
Personality
 Seller’s promise to deliver a specific set of
features.
 Brand equity is the value a brand adds to the
product.

12. Brand Awareness or
Brand Insistence
Turning or Translating
Brand Awareness
Into Brand Insistence.
AIDA=
Awareness Interest Desire Action

13. Branding
 Major Macroenvironment Forces and Trends
 …..Broad Environment
 Demographic
 Economic
 Natural/ Ecological
 Technological
 Political/ Legal
 Social/ Cultural

14. Marketing and Branding
 Products vs. Brands
 Look at Marketing Process:
 Analyzing Marketing Opportunities
 Segmentation, Targeting and Positioning
 Developing Marketing Strategies and 7P’s
 Planning Marketing Programs
 Executing, Managing and Evaluating Marketing
Efforts

15. Marketing Flows
Physical Flow
Title Flow
Payment Flows
Information Flow
Promotion Flow
Suppliers, Intermediaries, Transporters,
Wholesalers,
Dealers, Retailers, Banks, Marketing Firms,
Advertising Agencies, Media, Customers, Users

16. Marketing and Branding
• Most Purchased: Nation’s Number One
Food
3% of Grocery Sales
Grown, Cut, Separated, Sorted, Cleaned,
Labeled, Packaged, Shipped, Handled
With Care.
Stickers
Potatoes

17. Marketing and Branding
Wine
1980 2000
 2500 Wholesalers/Distributors 250
 250 Wineries 2500*
 1,400 different brands of Chardonnay
 16.8% of wine drinkers
consume 88%
of the wine sold.
 3,700 wineries in 2004. But only 13.4% of California’s
800 wineries had distribution in all 50 states.

18. White, Red, Rose
1960 1970 1980 1990 2000
White 17% 24% 54% 68% 57%
Red 73% 50% 26% 18% 36%
Rose 10% 26% 20% 14% 7%
• 60% increase in Red, from one
media event.
• Pinot Noir sales up 147% since movie “Sideways”
• U.S. is on track to overtake France and Italy as top
wine producing nation in the world.
WSJ 2/05

19. Wine
Merchandising and Events
Distribution
Liquor by the Law

20. Marketing of Beef, Veal, Pork, Lamb, Chicken,
Turkey, Fish
In Pounds (LBS) US Per Capita Consumption
Retail Weight
Source: USDA 1960 1970 1980 1990 2000
Beef 63.4 84.6 76.6 67.4 69.6
Veal 5 2.4 1.5 1.1 0.7
Pork 61.3 56 57.3 49.8 54.1
Lamb &
Mutton 4.2 2.9 1.4 1.5 1.1
Chicken 27.9 36.9 46.6 60.9 84.1
Turkey 6.3 8.1 10.5 18.4 17.8
Fish 10.3 11.7 12.4 15 14.8
From the National Cattlemen’s Beef Association:
US Produced 25% of world’s beef supply.
US Agriculture recommends 5-6 ounces of cooked meat a day.
Beef is 6% of total grocery store sales.

21. Marketing of Beef, Veal, Pork, Lamb,
Chicken, Turkey, Fish
National Cattlemen’s Beef Association
Beef. It’s what for Dinner.
Pork. The Other White Meat.
Big Texan Steak Ranch in Amarillo.
Ostrich on British Airways.
The Turkey Store. The Turkey Restaurant.
McDonald’s